CUSTOMER PERCEPTION ON SERVICE QUALITY OF COMMERCIAL BANKS: A CASE STUDY IN PENANG, MALAYSIA
Journal Title: Academic Research International - Year 2013, Vol 4, Issue 5
Abstract
The main objective of this study is to identify customer’s perception on the service quality dimensions in commercial banks in Butterworth, Penang. In this study three commercial banks are chosen to be analyzed. These banks are Public Bank, CIMB Bank and Maybank that is located only in Butterworth. The results show that the most important service quality practice on customer’s overall satisfaction is responsiveness as it is perceived as a dominant service quality. The results also reveal that the service quality dimension (independent variables) of attentive, flexibility, communication, friendliness and responsiveness are positively and significantly influencing the dependent variables (customer’s perception). Thus, this present research concluded that service quality is the basic and also most important factor that influences the overall customer perception in preferring the services of Banks. This finding reinforces the need for banks managers to place an emphasis on the underlying dimensions of service quality especially on responsiveness and should start with improving service quality in order to attract more customers in future.
Authors and Affiliations
Santhi Appannan, Barathy Doraisamy, Teoh Hui
Keywords
Related Articles
- EP ID EP152614
- DOI -
- Views 90
- Downloads 0
ENLIGHTMENT THROUGH MINDFULNESS: TERMINATION OF DEPRESSION AMONG DRUG ADDICTS *********************
Medicine is not only the cure of any illness other factors like paying attention on purpose (mindfulness) also play a vital role in the termination of physical and psychological illness. Pre...
SOLVENT EXTRACTION AND CHARACTERIZATION OF OIL FROM AFRICAN STAR APPLE (CHRYSOPHYLLUM ALBIDUM) SEEDS*
African Star Apple (Chrysophyllum albidum) is one fruit of great economic value in tropical Africa due to its diverse industrial, medicinal and food uses. Its seeds have also been found to have a number of beneficial u...
GROWTH OF SUN FLOWER ON THE MEDIA OF SIDOARJO’S MUD SOIL WITH ORGANIC MATERIALS
Sunflower (Helianthus annuus L) is a plant-producer of important edible oil and occupies the world’s third-highest position after soybean oil and palm oil. This plant can grow in Indonesia which has various climate and s...
MEASURING CONCENTRATION RADON AND THORON GASES IN SOIL OF THE BABYLON GOVERNORATE
In environmental science the terms Radon (222Rn) and thoron (220Rn) are usually taken to refer to radon isotope family, and have same chemical properties. They are an alpha particle emitter. Thoron`s average activity...
HIGH DROPOUT CONTRIBUTES TO LOW LITERACY RATE IN PAKISTAN: COMPARISON OF DROPOUT AT H.S.S.C AND COLLEGE LEVEL IN PAKISTAN
Despite strong emphasis of the education policies of successive governments to make education in grades XI and XII a part of 4-year secondary education, it continues to be offered in two separate streams i-e; in higher...